Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
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No. 3 London Dry Gin is one of the newer high-end gins to hit the U.S. market, which accents its juniper character with three fruits and three spices. the fact that the father of Beefeater founder James Burrough was a prominent tea mer- chant. Altogether 12 ingredients enhance Beefeater 24, prominently the teas and grapefruit and Seville orange peels. To emphasize this, the bottle features a deco- rative botanical design. "We have a lot of consumer outreach with Beefeater 24," said Puente. "Education is our tip of the spear to generate interest in the category by informing consumers and the trade about the uniqueness of this gin and how it can be used to make some delicious cocktails." A venerable product in a new package is Plymouth Gin. Hitting retail shelves this past March, the fresh look was introduced to reflect the gin's super-premium quality and rich heritage dating back to 1793. Plymouth Gin is the only English gin with Protected Geographical Indication legal status. "With the new pack, we're taking Plymouth back to its roots," says Puente. The bottle's copper cap reminds consumers of the original copper pot still. On the oval label is an image of the historic Mayflower Ship, which departed from Plymouth for the New World. Embossed into the flint glass bottle is an icon of the Black Friar, an homage to the ancient Black Friar's Distillery where the product is still made today. Marketing Matters D espite the blossoming of awareness about gin, the category still needs marketing and educa- tion to keep that interest alive. The major players are actively pursuing marketing programs. Pernod Ricard is busy with a big consumer adver- tising push for Beefeater 24, as well as an increase in digital media involvement. "We are trying to drive awareness and affinity in consumers and spread the message that Beefeater 24 is a unique gin because of its use of tea botanicals; so the advertising talks about the tea leaves and how that really enhances the flavor," says Puente. There will be heavy above the line activity in nine major markets over the next few months. For off-premise merchandising, Pernod Ricard is taking a portfolio approach, adopting the "English gin moniker" for the brands; Beefeater is the only major gin still produced in London and Plymouth prizes its protected geographical identity. "We are under the English gin umbrella and proud of it," declares the brand manager. The company is creating materials to educate consumers in the off-trade about the different styles of gin and the different usages. "A lot of con- sumers don't understand gin's origins, different styles and the botanicals. We aim to educate them," declares Puente. Tanqueray launched a new national advertising platform, "Tonight We Tanqueray," in the latter half of 2011. The campaign presents consumers with an invita- tion "to start the night with swagger," according to ad copy. Tanqueray will continue putting a strong focus on the "Tonight We Tanqueray" platform throughout Plymouth Gin has debuted this new bottle, accenting the brand's rich heritage dating back to 1793. 2012, leveraging a partnership with Golden Globe award-winning actor Idris Elba, famed for his role on HBO's "The Wire." There will also be a focus on the trade through a nationwide tour with Global Brand Ambassador, Angus Winchester. This year, Hendrick's Gin launched their core marketing campaign named "Voyages Into The Unusual," in Houston, San Francisco, Chicago, Philadelphia and New York City. "An unusual cast of characters hosts a three-day experiential event series that provides the opportunity for and encourages patrons to escape from the mundane, venture beyond the known and bid farewell to the humdrum," according to senior brand manger Birkitt. Winning the Gin Game upon brand development to keep con- sumer interest. The fact that there is brand development in the gin category is a good thing, and will probably give it added strength moving forward," predicts Ozgo at DISCUS. "G "The future looks bright, certainly for the premium and superpremium gins lead- ing the way," concurred Puente. "We are seeing positive upswing in premium and superpremium brands." s Uncle Val's Botanical Gin, launched this spring by 35 Maple Street, retails for between $35 and $40 per bottle. 32 • Beverage Dynamics • www.beveragedynamics.com • July/August 2012 in is seeing good growth and good brand development, and this industry depends